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Commentary

For Engagement, Marketers Prefer Instagram

Although photos remained the most highly promoted type of social media content, video promotions soared in 2018. That’s according to Socialbakers, which based its findings on roughly 10 billion
pieces of content.

Not surprisingly, the bulk of such promotions were split between Facebook and Instagram.

At least in terms of engagement levels, Instagram is actually supplanting
Facebook’s flagship app as the preferred channel among marketers, as Socialbakers sees it.

“Instagram is becoming the No. 1 social-media platform when it comes to engagement for
brands,” Yuval Ben-Itzhak, CEO,Socialbakers, notes in the new report.

“When we look at engagement on an absolute level, Instagram has a lot more engagement for brands than Facebook
does, despite having a significantly smaller audience size,” per Ben-Itzhak. “As a result, we see businesses leveraging Instagram for advertising more than ever before.”

Overall, with 2.6 billion monthly active users, Facebook’s family of apps is still where most consumer-to-brand engagements occur. Influencers are driving today’s social marketing
trends from video promotions to Instagram engagement.